Balancing the Desire for Standardization with the Demand for Localization

Can there be a global brand strategy? This question is not only context specific but also very much driven by understanding customer needs. Professor Nitish Singh discusses with Leona Frank, Manager of European Brand Strategy and Localization at VistaPrint, how research can provide valuable insights to help a company decide the best mix of global versus local in its brand strategy. The discussion further goes into implementation aspects of creating a truly localized experience for consumers worldwide.

This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn more.

About The Author

Known affectionately as "The Content Wrangler," Scott Abel is an internationally recognized global content strategist who specializes in helping organizations deliver the right content to the right audience, anywhere, anytime, and on any device. He writes regularly for business and content industry publications, is frequently selected as a featured presenter at content industry events, and served on the faculty of the University of California, Berkeley, School of Information. Scott's message is clear: Content is a business asset worth managing efficiently and effectively. His firm, The Content Wrangler, exists to help content-heavy organizations adopt the tools, technologies, and techniques they need to connect content to customers.